Haworth Advertising

Objective: Stimulate awareness and sales of new products while reinforcing the Haworth brand.

Result: When Haworth asked us to create ads introducing new products, we focused on sustainability. After all, each product had a good environmental story ? allowing us to emphasize Haworth?s ongoing commitment to green principles. The bigger challenge was to make the ads stand out among pages of other high-design competitors. Our unconventional illustrated approach generated an average of 75-80 leads per insertion, was called "compelling" by subscribers, and even influenced several buyers to spec Zody exactly as shown in the ad.

Square One Design provides comprehensive branding implementation where creativity is king. A fast company with a can-do attitude combined with exceptional standards, the Square One team is multidisciplinary and ruled by smart creativity, a combination of graphic and industrial designers with a marketing bent. Work has been recognized in Communication Arts, How, Print, Critique, Art Directors Club, AIGA Brand Design, Strathmore, and the National Advertising Federation to name a few. Services include: naming, print communication?s, new media, packaging and environmental graphics for trade shows and showrooms. Clients: Contract Furniture Manufacturers, A + D, Flooring Industry, Real Estate Investment, Non-Profit Disability Networks, and Cereal and Lifestyle Retailers.

Lin VerMeulen, Founder and Principal
Lin started the company in 1985 after graduating from Eastern Michigan University with a Bachelor of Fine Arts degree in Graphic Design. She was fueled by an entrepreneurial role model, her father, who provided the catalyst and encouragement to enter the business world. Lin has worked on all aspects of branding implementation with companies like Amway, Haworth, and Kellogg.

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